Amazon Marketing Cloud (AMC) has launched a new paid feature (beta), NCS CPG Insights Stream, which provides modelled offline transaction signals for all US households. This feature enables AMC customers to measure the impact of their advertising on offline sales, understand cross-channel purchasing journeys, and discern audiences with different purchasing patterns online and offline.
CPG and grocery advertisers can select the product category or categories of interest and subscribe to the NCS Insight Stream Paid Feature in the AMC UI. Once subscribed, pseudonymous, ready-to-query transaction signals are automatically added to the advertiser’s dedicated AMC instance. These transaction signals can be combined with free tier advertising signals on AMC or customer-uploaded first-party signals in AMC to generate bespoke aggregate and anonymised insights.
The feature is offered as a monthly subscription and provides advertisers the flexibility to tailor their use cases based on their unique business needs. Advertisers can utilise this new feature in various ways:
- Advertising impact on offline sales: Advertisers can measure offline sales attributed to ads, assess what media mix led to the most transactions and optimise their media tactics accordingly.
- Brand household penetration using offline sales: Advertisers can understand their brands’ household penetration and leverage those insights to adjust media goals and budgets towards growth areas.
- Brand’s share of wallet (SOW): Brands can assess their share of purchases or purchase amounts within the subscribed product category, compare it to other brands and measure how online campaigns impact that share of wallet.
The feature is available in the United States for registered AMC customers who subscribe to NCS CPG Insights Stream, with prominent use cases for those in the CPG industry. It can be accessed through the AMC web UI or through AMC API.
